[165 Pages Report] The global clickstream analytics market is expected to grow from USD 750.3 Million in 2017 to USD 1,560.6 Million by 2022, at a Compound Annual Growth Rate (CAGR) of 15.8% from 2017 to 2022. Clickstream analytics can manage large volumes of clickstream data that might be structured, unstructured, or semi-structured. Companies deploy clickstream analytics solutions to get hold of clickstream data sets with higher volume and variety. These data sets, when managed properly using clickstream analytics solutions, can provide actionable insights to organizations. These insights help organizations to take quick decision and provide customer-centric solutions. In the past few years, web analytics has become a big thing in the technological landscape. Moreover, cost-effectiveness of clickstream analytics solutions and their secure data assurance have led the clickstream analytics market toward the higher side of the market graph. The base year considered for the study is 2016, and the forecast has been provided for the period between 2017 and 2022.

Increasing adoption of clickstream analytics across retail and eCommerce organizations would drive the market growth

Clickstream analytics solutions have been deployed across various verticals, including retail and eCommerce; media and entertainment; telecommunications and IT; travel and hospitality; Banking, Financial Services, and Insurance (BFSI); transportation and logistics; government; energy and utilities; and others (manufacturing, healthcare and life sciences, and education). The retail and eCommerce vertical is expected to witness the growth at the highest CAGR during the forecast period, because of the rise in eCommerce across all regions and increasing need for managing real-time data coming from various eCommerce activities. Further, clickstream analytics also helps to predict demand for resources, supplies, inventory, and equipment with a user-friendly interface

Following are the objectives of the report:

To define, describe, and forecast the clickstream analytics market on the basis of types, services, applications, organization size, deployment models, verticals, and regions

To provide a detailed information regarding the major factors influencing the growth of the market (drivers, restraints, opportunities, and challenges)

To analyze subsegments with respect to individual growth trends, future prospects, and contribution to the total market

To analyze the opportunities in the market for stakeholders and to provide the details of a competitive landscape for the major players

To forecast the revenue of market segments with respect to all the major regions, namely, North America, Europe, Asia Pacific (APAC), Latin America, and Middle East and Africa (MEA)

To profile key players and comprehensively analyze their recent developments and positioning

To analyze competitive developments, such as acquisitions, new product launches, and research and development activities in the market

During this research study, major players operating in the clickstream analytics market in various regions have been identified, and their offerings, regional presence, and distribution channels have been analyzed through in-depth discussions. Top-down and bottom-up approaches have been used to determine the overall market size. Sizes of the other individual markets have been estimated using the percentage splits obtained through secondary sources such as Hoovers, Bloomberg BusinessWeek, and Factiva, along with primary respondents. The entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews with industry experts such as CEOs, VPs, directors, and marketing executives for key insights (both qualitative and quantitative) pertaining to the market. The figure below shows the breakdown of the primaries on the basis of the company type, designation, and region considered during the research study.

Major Clickstream Analytics Market Developments

In May 2017, Adobe formed a partnership with Idea Cellular in order to help the mobile operator deliver personalized customer experiences to its customers. The partnership incorporates deployment of Adobe experience cloud including Adobe Analytics Cloud, Adobe Advertising Cloud, and Adobe Marketing Cloud.

In May 2017, Google added Google Analytics Settings Variables settings to Universal Analytics tags in the Web and Mobile containers. A Google Analytics Settings Variable acts as a central location to configure sets of Google Analytics settings for use across multiple tags. With this addition, users can focus on their core task, rather than on configuring settings.

In September 2016, IBM introduced new features and enhancements into its Digital Analytics platform including improvements in clickstream reports. Clickstream reports can now show correct numeric formats, and sessions can expand up to 5 nodes of depth.

Target Audience

Solution vendors

Original equipment manufacturers

System integrators

Advisory firms

National regulatory authorities

Venture capitalists

Private equity groups

Investment houses

Equity research firms

Scope of the ReportThe research report categorizes the clickstream analytics market to forecast the revenues and analyze the trends in each of the following sub segments:

By type

Software

Services

By service

Managed services

Professional services

Consulting services

Deployment and integration

Support and maintenance

By application

Click path optimization

Website/application optimization

Customer analysis

Basket analysis and personalization

Traffic analysis

Others

By organization size

Small and medium-sized enterprises

Large enterprises

By deployment model

On-premises

On-demand

By industry vertical

Banking, Financial Services, and Insurance (BFSI)

Telecommunications and IT

Travel and hospitality

Retail and eCommerce

Government

Energy and utilities

Media and entertainment

Transportation and logistics

Others

By region

North America

Europe

APAC

Latin America

MEA

Available CustomizationsWith the given market data, MarketsandMarkets offers customizations as per the companys specific needs. The following customization options are available for the report:

Geographic Analysis

Further breakdown of the North American clickstream analytics market

Further breakdown of the European clickstream analytics market

Further breakdown of the APAC clickstream analytics market

Further breakdown of the MEA clickstream analytics market

Further breakdown of the Latin American clickstream analytics market

Company Information

Detailed analysis and profiling of additional market players

The overall clickstream analytics market is expected to grow from USD 750.3 Million in 2017 to USD 1,560.6 Million by 2022, at a Compound Annual Growth Rate (CAGR) of 15.8% from 2017 to 2022. The major growth drivers of the clickstream analytics market include rise in eCommerce leading to unprecedented growth in consumer data and rapid adoption of mobile technology providing multiple digital touchpoints.

The increasing volume and variety of clickstream data has created new opportunities for organizations to transform the way they manage their businesses. It results in enhanced customer satisfaction, increased revenue, and reduced costs. Clickstream analytics solutions and services offer crucial benefits to enterprises, such as cutting inevitable losses, creating new opportunities, saving costs by ensuring uninterrupted operations, and increasing efficiency by analyzing clickstream data in real-time. Major drivers of the clickstream analytics market are rise in eCommerce leading to unprecedented growth in consumer data and rapid adoption of mobile technology providing multiple digital touchpoints. The clickstream analytics market faces challenges such as data collection and identification of business requirements and real-time clickstream analytics. Major factors that are restraining the growth of the clickstream analytics market are data privacy laws and regulations, and presence of several open source clickstream analytics solutions in the market. The various opportunities present in this market include multi-channel marketing and emerging trend of predictive marketing.

The clickstream analytics market is segmented by software and services. The services segment is expected to grow at the highest CAGR during the forecast period, out of which the consulting services subsegment in the professional services segment is projected to witness the highest demand due to the growing need of clickstream analytics solutions across organizations.

The retail and eCommerce vertical is estimated to hold the largest share of the clickstream analytics market in 2017. The market growth in the retail and eCommerce vertical is fueled by the growing need for eCommerce across all regions. Clickstream analytics solutions and services offer crucial benefits to the retail and eCommerce vertical, such as cutting inevitable losses, creating new opportunities, saving costs by ensuring uninterrupted operations, and increasing efficiency by analyzing clickstream data in real time.The retail and eCommerce vertical is also expected to grow at the highest CAGR during the forecast period.

The clickstream analytics market is segmented by application into click path optimization, website/application optimization, customer analysis, basket analysis and personalization, traffic analysis, and others (competition benchmarking and next best product analysis). The click path optimization application is expected to hold the largest share of the market during the forecast period. The basket analysis and personalization application is expected to grow at the highest CAGR during the forecast period.

The North American region, followed by Europe, is expected to continue as the largest revenue-generating region for clickstream analytics vendors over the next five years, as enterprises in the U.S. and Canada have a high focus on innovations obtained from research and development, and technology. The APAC region is expected to be the fastest-growing region in the global clickstream analytics market because of the increasing adoption of eCommerce and smart technologies, and various government initiatives, such as smart cities across the APAC countries, including China and India.

CLICKSTREAM ANALYTICS MARKET, BY REGION, 2022 (USD BILLION)

Clickstream Analytics applications in retail and eCommerce, media and entertainment, telecommunications and IT, and travel and hospitality drive the market growth

Retail and eCommerce

Retail and eCommerce customers use different platforms for online shopping, and collect information regarding their products of interest among various others. In doing so, they leave behind large trails of digital footprints while engaging in eCommerce interactions. Clickstream analytics can be used to generate valuable business insights from these digital footprints or data logs of customers collected from the online platforms. The clickstream data including data logs captured from online platforms when integrated with structured ERP and CRM data, web media, geo-location, and POS transactional data, specific outbound actions such as customized coupons, promotions, and email campaigns can be created according to predicted customers interests. Clickstream data gives retailers and marketers a 360° view of its customers, based on multiple dimensions including shopping basket analysis, preferences expressed on social media platforms, and feedback from marketing campaigns. With

Media and entertainment

The media comprises news channels, radio, magazines, newspapers, direct mail, billboards, telephone, fax, and internet. The data collected through these channels is in the form of large amount which needs to be analyzed. Clickstream analytics solutions allow to analyze all the data generated through customers clicks and follow their path to connect with the customers. Additionally, the clickstream analytics solution expected to generate large revenues from devices such as desktop PCs, smartphones, tablets, e-readers, TVs, games consoles, and wearable gadgets. The media and entertainment industry has been implementing the advanced technologies to analyze its data, in which clickstream data has the largest share.

Telecommunications and IT

By tracking and analyzing their customers clicks, Communication Service Providers (CSPs) can understand their preferences and buying behavior. Combining this data with customer call logs, usage and customer satisfaction data, and social media data, CSPs can have better understanding of their customer preferences and behavior, and they can make adequate recommendations including cross-selling new services, pricing plans, or make targeted offers. Further, CSPs can use clickstream data to calculate the speed of downloaded data. Analysis of this data provides the CSP the opportunity to understand throughput speeds at the tower level, as well as handset speeds.

Travel and hospitality

Clickstream analytics can prove to be an effective tool for travel and hospitality companies by enabling them to measure the performance of their online marketing campaigns; track their existing customers and target potential customers on different social media platforms; and effectively optimize the content and user interface of their websites to provide an enhanced customer experience. Further, combining the customer data captured as clickstream data with the CRM processes and ERP, companies in these industries can optimize their marketing efforts, business operations, provide innovative services to their customers and build on their customer experiences.

Critical questions the report answers:

Where will all these developments take the industry in the mid to long term?

What are the upcoming industry applications for clickstream analytics?

With many compelling features over the restrictions of proprietary solutions, open source clickstream analytics solutions have a noticeable impact on these solutions. A leading market research organizations recent publication revealed that open source solutions are influencing the technology domain, with their key advantages over the challenges of proprietary solutions, including low satisfaction, implementation challenges, high prices, and user concerns about the lack of transparency in the pricing of proprietary solutions. Many open source clickstream analytics solutions have observed a significant growth in interest, in terms of search volumes and growth rates far exceeding those of the proprietary vendors.